Choice in computer-mediated environments

Russell S. Winer, John Deighton, Sunil Gupta, Eric J. Johnson, Barbara Mellers, Vicki G. Morwitz, Thomas O'Guinn, Arvind Rangaswamy, Alan G. Sawyer

Research output: Contribution to journalArticle

21 Scopus citations

Abstract

In the last several years, the increased diffusion of computer and telecommunications technologies in businesses and homes has produced new ways for organizations to connect with their customers. These computer mediated environments (CMEs) such as the World Wide Web raise new research questions. In this paper, we examine the potential research issues associated with CMEs in five areas: (1) decision processes, (2) advertising and communications, (3) brand choice, (4) brand communities, and (5) pricing.

Original languageEnglish (US)
Pages (from-to)287-296
Number of pages10
JournalMarketing Letters
Volume8
Issue number3
DOIs
StatePublished - Jan 1 1997

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All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Cite this

Winer, R. S., Deighton, J., Gupta, S., Johnson, E. J., Mellers, B., Morwitz, V. G., O'Guinn, T., Rangaswamy, A., & Sawyer, A. G. (1997). Choice in computer-mediated environments. Marketing Letters, 8(3), 287-296. https://doi.org/10.1023/A:1007908513094